Human versus Machine: FALKE x Audi

It’s a race of the superlatives: runner versus race car legend. Muscle power supported by FALKE 4 Grip against 600 horsepower and all-wheel drive. The result: a draw! For the release of their new sport sock,FALKE hired the filmmakers from peoplegrapher to produce a unique ad campaign. The resulting campaign is a visually stunning black-and-white clip showing off these socks’ ability: they help their wearer to reach new heights.

Like the legendary Audi Quattro S1, which maintains its road adherence even using the most extreme driving manoeuvres, the sock guarantees stability with its silicon nubs and its ankle support. The 4 Grip allows runners to control their power to its full potential, reaching the rooftop of the parking structure at the exact same moment as the race car in the clip. Similar to how the Audi Quattro S1 revolutionised auto sports with its advanced technology, the 4 Grip is a pioneering innovation in sport socks.

4 Grip campaign film

The concept for the campaign was developed by the FALKE marketing team alongside the filmmakers. The commercial was filmed in the parking structure of an airport. It was viewed as essential to display the power between human and machine; man against woman; muscle power against horsepower. The print and digital marketing campaigns both put their main focus on the clip, explains Christian Beidatsch (Marketing Manager, FALKE Ergonomic Sport System): “Our print campaign for the 4 Grip is designed like a movie poster with a QR code linking to the video. The clip now has more than one million views.”

Alongside classic print media, social media plays a key role in the sport sock’s marketing strategy. FALKE’s Facebook page and many high-profile athletic blogs discussed the success these “champion socks” had at the European Cup. “We are proud to say that our product proved itself in the games, with the fan-favourite Icelandic team (who mostly wore the 4 Grip) taking us to a world-class level of football,” says Beidatsch.

The essential aspect was the tension-loaded force comparison between man and machine

Christian Beidatsch in an interview

Alongside classic print media, social media plays a key role in the sport sock’s marketing strategy. FALKE’s Facebook page and many high-profile athletic blogs discussed the success these “champion socks” had at the European Cup. “We are proud to say that our product proved itself in the games, with the fan-favourite Icelandic team (who mostly wore the 4 Grip) taking us to a world-class level of football,” says Beidatsch.

We can proudly announce that our new product proves itself in the game and plays along on a world-class level.

The focus has so far been placed on football, but FALKE is starting to push its sock into other fields of sport, like basketball, handball, tennis and hockey. “It’s essential to mention that the 4 Grip is a sock designed for all sports where the players have to change direction in a swift manner. It is not just a football sock.”